I know what you’re thinking. You think that I’ve gone insane. You read the title and wonder if somewhere along the lines I’ve been replaced by one of Mark Zuckerberg’s minions to preach the benefits of their wares.

Nope. It’s me. This is real life. I just said something that most (including me) would never have expected to hear just a few months ago. I am now certain that properly managed automotive social media advertising is a better investment for car dealers than pay-per-click search advertising. Done right, it’s a golden ticket. Done wrong (as most do) it is about as effective as advertising cat videos.

I’m going to break it down in one paragraph:

Using a combination of custom audiences through your email database and car buyer-intent data that Facebook supplies, you can drive real local buyers to website, whether it’s inventory, specials, or landing pages. This traffic is highly targeted, will not pollute your Facebook page (using unpublished posts for advertising), and the cost per click is about 1/4th that a dealer would pay for search PPC.

That’s it. That’s the pitch. It’s NOT a replacement for paid search. It’s an excellent supplement. I cannot stress this enough, though. If it’s done wrong, it will not be successful, and the majority of people are doing it wrong. If it’s done right, it’s magic.